THE CHALLENGE

The travel industry’s problems don’t start and end with COVID. Travellers had already checked out of an industry that glorifies consumerism, drives over-tourism, over-filters reality and bears little responsibility for its impact on people, planet and wildlife. Well-heeled travellers are demanding more from their experience than a luxury beach resort and a bucket-listable back rub. They want to feel good, do good and look good in the process. To live a life less ordinary and have life-changing adventures that matter in incredible far corners of the Earth. Mass affluent consumers have the power to change the world, and they want to find something worth spending their hard-earned cash on. Something more substantial than money, more coveted than diamonds, more enduring. Purpose, and the space to find it, is the new luxury commodity that travellers can’t live without.

WHAT WE DID

Creative workshops

Market research

Industry insights

Ideation

THE OPPORTUNITY

What if there was a travel company that could change the world? What if there were a luxury travel expert that helped you find your life’s purpose through adventures that matter? That helped you answer life’s big questions through meaningful experiences. That made every travel dollar count by leaving a positive impact on people, planet and wildlife. That took you on a journey of discovery to build you a bespoke experience that casts you as the hero of the greatest story of all - your story. Wellness travellers want to feel good about themselves, voluntourists want to do good in the world, influencers want to capitalize on travel to look good. What if you could do all of the above and feel great about it?

Luxury travellers want it all. And we’re going to give it to them.

WHAT WE DID

Business plan

Brand strategy

Brand manifesto

Market research

THE SOLUTION

We created a brand identity for a luxury travel startup that aimed to provide meaningful experiences for conscious travellers. We wrote a brand manifesto that gave us the brand name. ‘If’ gives travellers a sense of possibility. A sense of What if? If I act now, I can help change the world. If I take a leap, I can find out what I’m made of through epic experiences. But it also creates a sense of urgency - If not now, then when? Personal accountability - if not me, then who? We crafted a brand personality with a series of ‘If’ statements to use as powerful headlines to connect with our audience and inspire action. We developed a set of brand guidelines to create an epic visual identity to stir travellers from armchair to adventure. We created a brand experience to feel every bit as dramatically compelling as the greatest stories ever told. We designed every single customer touchpoint to make travellers feel special and drive them on an epic journey, from dreaming right through to experience.

WHAT WE DID

Visual guidelines

Logo design

Brand personality

Brand design